Sustainability in Branding: A Value or a Buzzword?

Sustainability is everywhere in branding today—on packaging, in mission statements, across social feeds, and splashed on billboards in leafy green fonts. But in the age of climate urgency and rising consumer skepticism, a tough question looms: do Canadians actually believe the sustainability claims brands make? Or has “sustainable” become just another buzzword—a box to check rather than a principle to live by?

According to the Great Canadian Brand Index (GCBI), sustainability is one of the most uneven values across industries. While some brands have earned genuine public trust in this area—particularly those with long-standing commitments and transparent actions—many score low, despite their marketing. The gap between what brands say and what Canadians believe is telling. Canadians aren’t looking for perfect brands, but they are looking for honest ones—brands that can show their sustainability journey, not just their slogans.

The reality is that sustainability is no longer a niche expectation. Canadians increasingly view it as a moral and strategic priority, especially younger consumers and those in urban centers. But for sustainability to be a real brand value—not just buzz—it must be backed by credibility: third-party certifications, measurable goals, and consistent communication. Buzzwords fade, but values stick. And in the eyes of Canadian consumers, that difference is everything.